House of EL Discusses New Singel Say It Ain't So

House of EL isn’t following trends—he’s building worlds. A shape-shifting project powered by producer, musician, and collaborator Kieron McIntosh, House of EL defies genre and expectation with every release. Whether penning platinum hits for Becky Hill & Chase & Status or soundtracking campaigns for Gucci and Lancôme (yes, that’s his music echoing through the Louvre), McIntosh has quietly become a creative force behind the scenes—and now, increasingly, at the front. His latest release, “Say It Ain’t So,” blurs soul, synth, and sharp social commentary, proving once again that for House of EL, evolution isn’t just a theme—it’s the mission.

1. “Say It Ain’t So” touches on truth, trust, and deception—not just in relationships but across society. What

inspired you to broaden the lens from personal to political in this track?

I’ve always admired how the greatest creatives can have a kind of ambiguous nature to their thoughts in producing work but still touch on a feeling that resonates with the masses. 

First of all, I believe, love is inherently political. I think life or love can be broadened out to the metaphor of politics, wars or suffering etc at a macro level, but also shrunk to the level of the individual romantic relationship. Look, we are human and we all struggle with the same basic needs of which one of the most universal is love. During the pandemic the political decisions of leaders affected the way humans interacted. 

Perhaps the ability for deceit, that seems to be prevalent in our leaders, somehow filters down to individual relationships in our society. You can imagine how someone could say, ‘see my leaders told a lie… that’s not so bad, she got away with it I will do it too’ and then it becomes status quo to lie like that. 

Also social media is a political instrument at a high level but allows for us to present an image ourselves that is false, like….no is that happy there haha. I think with all these modern pressures truth is really hard to put your finger on and we live in a world with a low level of trust in relationships or otherwise. Anyway, this is why I like music - maybe none of this stuff comes across in the song…I don’t know, just hope people find their own way in the music, it’s not really about what I think. 

2. You originally wrote the topline for the late Kartell. What made you return to the song and decide to make it part of your own project?

Yeah, we didn’t ever meet up but he seemed like a great guy with amazing taste and musical instinct. I think, I just liked the feel of it, I have a thing about music having it’s place in a catalog and I’m trying to build something over time. This song just felt good so I stuck with it and developed it for my own sound.

I think every time I write, there’s and underlying intention that has weight and sometimes it comes over time. As I wrote this, the song began to reveal underlying meaning, that’s when it starts to feel important and I want to finish it, that’s how I pick songs usually.

3. You’ve helped craft some of the UK’s biggest singles behind the scenes. How does stepping into the spotlight as

House of EL shift your mindset creatively?

I don’t really see there’s any difference between being behind the scenes or in front, it’s the same thought the same creative instincts. I think it’s really damaging we have this antiquated notion of frontman and sideman, with the way music is now it’s just about whatever works and getting to the creative finish line. I think we need to rethink these old ways and just put the best stuff out, my musical collaborators don’t always make music like me but that’s the beauty of it - it’s a community and I can imagine for a listener that’s exciting to know how people are connected behind the scenes. You know, we are all hanging behind the music doing life, it’s not just a cold transaction making hits although that’s great if it happens. 

The music business has some of the most passionate people I’ve ever met and I feel privileged to help other people with their creativity and also perform and create my own. I try to make it as seamless as possible so I never need to shift my vibe but just move between different settings just focusing on being effective and not over thinking - just doing. With the way we are connected there are no rules, the frontman, sideman, manager, A&R etc…. They are dumb made up job titles from like 1920’s and they don’t mean anything anymore. The new vibe is connecting with people and creating what makes sense to you, and that’s all I try to do.

4. Your sound blends soul, jazz, electronic, and cinematic influences. How do you navigate genre while keeping your work feeling cohesive and unmistakably you?

Again, genres were invented for shops and record stores. I don’t know about you but I haven’t bought music in a record shop lately…. These are all antiquated titles, music lives on playlists and barely even downloaded individually anymore so genre doesn’t need to matter unless you want it to. 

I think for me it’s about aesthetic choices and what you’re talking about, I don’t know what title you’d give that… choicethetic? What the backing track to the lyrics or melody can change, but the creative backdrop is what holds it together in what I do.

I’m not hating on genre, or people who want to make say ‘R&B/Rap’ but I think again, it’s all about building your circle and creating from a true place. I get bored making one sound anyway, but as long as I can hone in the aesthetic and creative circle that’s what keeps it all together. 

5. You’ve described House of EL as a creative workshop more than a traditional artist project. What’s the bigger vision behind that idea—and where do you see it going next?

Yeah, for sure! House of EL was created to be like a fashion House, you know like Gucci or Chanel where the name is a vessel for different forms of creativity within the medium and brand. I think there’s this weird thing in music now where artists are forced to expose themselves so much that I think people just get bored, so artists can have really short careers, I think the solution is to just find a new way and go slower in building the narrative, I think the workshop approach does that. I guess you could think of Tyler The Creator and Odd Future or Brockhampton as this, or in film A24 - you know you know where things come from and over time build trust.

This creative workshop is about telling truth and creating from a true place and touching the soul….trying to not be fake and using what’s available to the best. We are going to be pushing more into live shows, building the team and also developing new voices, it’s going to be exciting. I just want the music to be bold, authentic and outlast me because of that, I’m building and hopefully it touches someone somewhere.